Excellence in Innovation

Summary of work

We set out to develop an independent, open-access video journal, providing healthcare professionals (HCPs) with rapid access to a trusted and comprehensive source of high-quality medical news and information, across a wide range of subjects within the haematological oncology field.

With the support and direction of a world-leading hemonc expert editorial board, recruited specifically for the new video journal, we were able to design an editorial calendar that specifically meets the needs of HCPs treating patients with blood cancer. Our expertise in developing creative, digital and video content for healthcare professionals allowed us to produce editorial content for the journal in a style and format that is unique, differentiating our client’s channel from its competitors.

Our collaborative, expert-led approach to content creation and dissemination enabled us to develop a platform capable of publishing video news, expert opinion and updates from medical congresses and meetings across the world, whilst simultaneously forging strong relationships with academic partners and attracting the attention of industry supporters for the channel. As well as allowing Magdalen Medical Publishing (MMP) to challenge the status quo of traditional medical publishing, we helped it to gain access to exclusive information from smaller, closed meetings and generate revenue through partnerships with industry. In just 18 months we have designed and built the journal platform, implemented efficient editorial and digital publishing processes, interviewed more than 400 hemonc experts, and produced 1,500 videos.

Over the past 18 months:

• 385,000 video views
• 12,800 hours of viewership
• Consistent growth in views of 14% every month
• Twitter profile receives 7.5k views per month.

Judges' comments

This video journal uses a modern format, reaching a broad range of HCPs. Its innovative approach to providing healthcare professionals with rapid access across a broad range of information was impressive. The team were able to demonstrate a strong take up of interest with consistent growth.